Graphic design will save the world right after rock and roll does
— David Carson
Now as to you poor devils? So as I see it, when it comes to the subject of what to do next, you gentlemen have two choices. One: once I’m gone, you could lift that beast off the remaining Speck, then carry him to the nearest town. Which would be at least 37 miles back the way you came. Or Two: You could unshackle yourselves? take that rifle, put a bullet in his head, bury the two of them deep, and then make your way to a more enlightened area of this country. The choice is yours. Oh, and on the off chance there are any astronomy aficionados amongst you, the North Star is that one. Tata.
— Christoph Waltz
in Quentin Tarantino’s Django Unchained
When choosing a typeface, graphic designers consider the history of typefaces, their connotations, as well as their formal qualities. The goal is to find an appropriate match between a style of letters and the specific social situation and body of content that define the project at hand. There is no playbook that assigns a fixed meaning or function to every typeface; each designers must confront the library of possibilities in light of a project’s unique circumstances